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Gender issues in the modern social studies of advertising


Social science plays an important role in the study of interference of advertising and society. The maindirections of advertising research in modernsociology are aimed at the general issues of advertising functioning asa modern phenomenon, gender peculiarities in advertising, advertising as a social institution, etc.

The author alsotries to determine what aspects of advertising is the object of social science study at the current stage. In theframework of modern sociology there are two positions according to which advertising is understood as a socialinstitution (this opinion is shared by most sociologists) and as a social practice. Majority of modern works aredevoted to the analysis of discriminatory advertising practices towards femininity that actualizes attention to theissue of masculinity, which is poorly developed in modern sociology. Advertising must use power of social influenceto create audience’s flexible gender imagination.

The issue of gender tolerance in the advertising process hascultural, moral, social character, and without making special rules in the relevant law it is rather difficult to ensurethe social impact of advertisingfrom the perspective of gender equality. A sociological methodology takes a specialplace in modern research which forms the methodological basis and methodological arsenal for provision ofreliable information about the actual demands and needs of the population, compliance with targeted products.

Effective advertising research conducted by social science requires a multidisciplinary approach at the presentstage.

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